In order to get the customer loyalty and improve brand image, one of the initiatives that was taken by ASK Italian is the charity for children’s treatment. This charity based program is done through its all chain including Birmingham restaurant. ASK published it recipe book with the name ‘The ASK Italian Cook Book’. The restaurant aims to raise 1 million Euro for the charity of hospital which allows them to provide many facilities and treat more families and children. Through the collaboration of GOSHCC, the restaurant also plans to fund the surgery centres in the hospital that is expected to be completed by 2017. However, the purpose of the book was to raise the fund for Great Ormond Street Hospital Children’s Charity but it also provides the regular customers of ASK with over 100 easy-to-prepare Italian cuisines. The book has many specialty of ASK Italian cuisine including delicious fettuccine and mouth-watering gelato which helps ASK to improve customer relationship. Another event was arranged to raise the fund in which many supporters took part throughout the UK. In the event the supporters did many activities including swimming, cycling and walk to collect the funds for the hospital charity. In the event, many celebrities also participated including Dallaglio, McFly, Lee Dixon, Dan Lobb, Lawrence (Great Ormond Street Hospital Children’s Charity, 2014).
ASK Italian makes it sure to update its menu with respect to seasonal change. Comparing to the competitors in the Birmingham City, ASK offers many discount rate to get customer loyalty. For example, recently it has introduced different discount packages for the Christmas including Classico, Festivo and Super Festivo which aims to show the concern for the society. Thus, it also helps ASK to build the better customer relationship.